LYCEUM OF ALABANG

Km. 30 National Road, Tunasan, Muntinlupa City

www.lyceumalabang.edu.ph
Tel. No./s 856-9323 to 24

College of Tourism and Hospitality Management

OBE-BASED LEARNING PLAN
Date: D
at
Course Prepared CHEF VERNIER C. Nove Revie
Ms. Faith Ayap- e:
TME223-5 by mber wed
Code MIRANDA,MBA 1, by: Aquino
2018 Dean
ELEONOR H. D
Course Approv at
TOURISM AND HOSPITALITY MARKETING CALAYAG
Title ed by
VP Academic Affairs
e

LE Credit 3 units: 3 units lecture

Type
C Units
T This course will equip students with necessary skills to develop actual marketing campaigns for a
Course M Cours business within the tourism and hospitality industry. Emphasis is on the analysis of the market,
Pre- E2 e its competition and its product; preparation of financial budget and the development of short-
Requisites 13 Descri term and long-range strategies to achieve desired profit through effective advertising, sales and
-2 ption an effective public relations plan.

This course involves a wide range of subjects relevant to tourism and hospitality marketing from
both the macro (global) and micro (organization) perspectives. From the macro perspective, the
Course
nature of the tourism and hospitality industry and its challenging products will be discussed.
Co-
From the micro perspective, diverse topics from marketing elements to supply chain
requisites
management for consumer satisfaction will be discussed. In discussion of the traditional
marketing mix elements, the unique nature of tourism and hospitality products and the ramifications of the
traditional 4P’s into 4C’s / 5P’s into 5C’s / 7P’s into 7C’s will be highlighted.
Course Intended/ Learning Outcomes 1. Fully understand the modern marketing concepts and process
(LO): 2. Demonstrate how marketers create customer value and managing customer relationships
At the end of the course, the student 3. Analyze the need of the 9 P’s of hospitality marketing considering various business situations
should be able to: 4. Appreciate the details of how marketers create customer value and capture value from customers in return
5. Identify supply and demand trends that influences the industry
6. Value the use of digital and high- technology marketing developments
7. Develop creative thinking skills to use in marketing a hospitality business
8. Map the buying process of a typical hospitality customer
9. Segment a typical hospitality market
COURSE OUTLINE
ST
UD
EN
T
Time LEA
Frame ASSESSMENT/ ACTIVITIES PERFORMANCE
(week/s
RNI TOPICS/ TEACHING LEARNING ACTIVITIES (TLAs) (NO OF HOURS) INDICATORS
NG
OU
TC
OM
ES
Vision and Mission of LYCEUM OF ALABANG Discussion and
Attendance
Course Overview Definition of terms
Attendance,
Discussion and Oral/Written
LO Definition of terms Report, Class
Marketing for Tourism and Hospitality
1-7 Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments
Attendance,
Discussion and Oral/Written
LO Definition of terms Report, Class
Service Characteristics of Hospitality and Tourism Marketing
1-7 Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments`
Attendance,
Discussion and Oral/Written
LO Definition of terms Report, Class
The Role of Marketing in Strategic Planning
1-7 Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments
Attendance,
Discussion and Oral/Written
LO Definition of terms Report, Class
The Marketing Environment
1-7 Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments
Review/Exam Review Test & Exam
PRELIMINARY EXAMINATION (1.5 hours)
LO Marketing Information Systems and Marketing Research Discussion and Attendance,
1-7 Definition of terms Oral/Written
Lecture / Discussion, Report, Class
 Interaction,
Library Research Work Quizzes,
Assignments
Attendance,
Discussion and Oral/Written
LO Definition of terms Report, Class
Consumer Markets and Consumer Buying Behavior
1-7 Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments
Attendance,
Discussion and Oral/Written
LO Definition of terms Report, Class
9-10 Organizational Buyer Behavior of Group Market
1-7 Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments
Attendance,
Discussion and Oral/Written
LO Definition of terms Report, Class
Market Segmentation, Targeting, and Positioning
1-7 Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments
Review/Exam Review Test & Exam
MIDTERM EXAMINATION (1.5 hours)
Attendance,
Discussion and Oral/Written
LO Designing and Managing Products Definition of terms Report, Class
1-7 Internal Marketing Lecture / Discussion, Interaction,
Library Research Work Quizzes,
Assignments
Discussion and Attendance,
Oral/Written
Definition of terms
LO Building Customer Loyalty through Quality Report, Class
Lecture / Discussion,
1-7 Pricing Products: Pricing Considerations, Approaches, and Strategy Interaction,
Library Research Quizzes,
Work Assignments
LO Review/ Exam Review Test & Exam
1-7 PREFINAL EXAMINATION (1.5 hours)
Attendance,
Discussion and
Distribution Channels Oral/Written
Definition of terms
LO Promoting Products: Communication and Promotion Policy and Report, Class
Lecture / Discussion,
1-7 Advertising Interaction,
Library Research
Promoting Products: Public Relations and Sales Promotion Quizzes,
Work
Assignments
 Attendance,
Discussion and
Professional Sales Oral/Written
Definition of terms
LO Electronic Marketing: Internet Marketing, Database Marketing Report, Class
Lecture / Discussion,
1-7 and Direct Marketing Interaction,
Library Research
Destination Marketing Quizzes,
Work
Assignments
Summary of all
Review/Exam chapters with Academic
FINAL EXAMINATION examples on best Paper
practices
To
Total for Lectures
tal
– 44 hours
N
Quizzes /
o.
Seatwork – 4 PRINTED & ONLINE REFERENCES
of
hours
H
Review & Test
ou
Exam – 6 hours
rs
S
U
M
M
A
R
Y
Recitation
O
(individual or
F
Group), Quizzes,
R  Marketing for Hospitality and Tourism (7th Edition) 7th Edition by Philip T. Kotler (Author), John T. Bowen (Author),
Assignment,
E James Makens Ph.D. (Author), Seyhmus Baloglu (Author) 2017
Seatwork &
Q
Exam, Actual
UI
Event
R
E
M
E
N
T
S:
FINAL GRADE EVALUATION METHOD COMPUTATION
CRITERIA PERCENTAGE
Prelim Grade (PG) = (60% Class Standing + 40% Major Exam)
CLASS STANDING 60% Midterm Grade (MG) = (60% Class Standing + 40% Major Exam) * 70% + PG * 30%
Student Participation(Group/Individual Works) 30% Pre-Final Grade (PFG) = (60% Class Standing + 40% Major Exam) * 70% + MG * 30%
Final Grade (MG) = (60% Class Standing + 40% Major Exam) * 70% + PFG * 30%
Research Output 25% SUBJECT GRADE = Final Grade
Quizzes / Seatwork 25%
Homework 10% Passing Grade : 75%
 Attendance 10%
MAJOR EXAMINATION 40%
TOTAL 100%
 LYCEUM OF ALABANG
Km. 30 National Road, Tunasan, Muntinlupa City
www.lyceumalabang.edu.ph
Tel. No./s 856-9323 to 24

COLLEGE OF TOURISM AND HOSPITALITY

MANAGEMENT
COURSE CODE TPC223-5
COURSE NAME TOURSIM HOSPITALITY MARKETING
CREDIT UNITS 3 units: 3 units lecture
CONTACT HOURS 3 HRS: 3 HRS Lecture
This course will equip students with necessary skills to develop actual marketing
campaigns for a business within the tourism and hospitality industry. Emphasis is
on the analysis of the market, its competition and its product; preparation of
financial budget and the development of short-term and long-range strategies to
achieve desired profit through effective advertising, sales and an effective public
relations plan.

COURSE This course involves a wide range of subjects relevant to tourism and hospitality
DESCRIPTION marketing from both the macro (global) and micro (organization) perspectives.
From the macro perspective, the nature of the tourism and hospitality industry
and its challenging products will be discussed.
From the micro perspective, diverse topics from marketing elements to supply
chain management for consumer satisfaction will be discussed. In discussion of
the traditional marketing mix elements, the unique nature of tourism and
hospitality products and the ramifications of the traditional 4P’s into 4C’s / 5P’s
into 5C’s / 7P’s into 7C’s will be highlighted.
PRE-REQUISITES
CO-REQUISITES
INSTITUTIONAL
PROGRAM OUTCOMES LEARNING OUTCOMES
STUDENT OUTCOMES

Critical & Creative a LO1 Define and explain key concepts and techniques of
national and regional tourism planning.
Thinker
b Identity key stakeholders involved in tourism planning
LO2 and policy-making

c Develop an understanding of the different approaches

to tourism planning across a range of different scales
LO3 including national, regional, local and site-specific
tourism planning
d
LO4 Realize the positive and negative impacts of tourism
development

LO5 Take a clear stand on the current trends and issues in

tourism

Teamwork/Effective e LO6 Intensify the interest in evaluating the performance of

the Tourism Development Plan in the Philippines’
Communicator Department of Tourism

Life-long learner f LO7 Create and present orally in class a tourism and
development plan using a selected Philippine tourist
destination.

COURSE OUTLINE AND TIMEFRAME

WEEK TOPIC
 Vision and Mission of LYCEUM OF ALABANG
1 Course Overview
2 Marketing for Tourism and Hospitality
3 Service Characteristics of Hospitality and Tourism Marketing
4 The Role of Marketing in Strategic Planning
5 The Marketing Environment
Review/Exam
6 PRELIMINARY EXAMINATION
8 Marketing Information Systems and Marketing Research
9 Consumer Markets and Consumer Buying Behavior
10 Organizational Buyer Behavior of Group Market
11 Market Segmentation, Targeting, and Positioning
Review/Exam
12 MIDTERM EXAMINATION
Designing and Managing Products
13
Internal Marketing
Building Customer Loyalty through Quality
14
Pricing Products: Pricing Considerations, Approaches, and Strategy
Review/ Exam
15
PREFINAL EXAMINATION
Distribution Channels
16 Promoting Products: Communication and Promotion Policy and Advertising
Promoting Products: Public Relations and Sales Promotion
Professional Sales
17 Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing
Destination Marketing
Review/Exam
18 FINAL EXAMINATION
COURSE REQUIREMENTS:
As evidence of attaining the learning outcomes, you have to do and submit the following:
Learning
Required Output Due Date
Outcome
LO1-LO5 Student Participation in Group/Individual Works After every lessons.
LO1-LO5 Mathematical Problem Solving & Application (Refer to Learning Plan)
RUBRIC FOR ASSESSMENT:
Throughout the course, the level of achievement will be measured using the rubric:
Table 1.0: Analytic Rubric for Student Participation in Group/Individual Work
CRITERIA EXEMPLARY SATISFACTORY DEVELOPING BEGINNING RATING
Did a full share of the work
Did an equal share of the Did less work than others;
– or more; knows what Did almost as much works
work; does work when doesn’t get caught up after
Workload needs to be done and
asked; work hard most of
as others; seldom asks for
absence; doesn’t ask for
20%
does it; volunteers to help help.
the time. help.
others.
Took the initiative
Worked agreeably with Could be coaxed into
proposing meeting times Did not meet partners at
Getting Organized
and getting group
partner(s) concerning meeting with other
agreed time and places.
10%
times and places to meet. partners.
organized.
Provided many good ideas
for the unit development; Seemed bored with
Participated in Listened mainly; on some
Participation in inspired others; clearly conversations about the
discussions communicated desires,
discussions; shared occasions, made
unit; rarely spoke up, and
30%
feelings and thoughts. suggestions.
ideas, personal needs, ideas were off the mark.
and feelings.
Needed much reminding;
Needed some reminding;
Completed assigned work Completed assigned work work was late and it did
Meeting Deadlines
ahead of time. on time.
work was late but it didn’t
impact quality of work or
10%
impact grade.
grade.
Showed up for meetings Showed up late, but it No show or extremely late;
Showing up for Showed up for meetings
meetings
punctually, sometimes
on time.
wasn’t a big problem for feeble or no excused 10%
ahead of time. completing work. offered.
Provided some feedback;
Habitually provides sometimes hurt feelings of
Gave feedback that did Was openly rude when
Providing feedback dignified, clear, and
not offend.
others with feedback or
giving feedback.
10%
respectful feedback. made irrelevant
comments.
 Graciously accepted Reluctantly accepted Refused to listen to
Receiving feedback
feedback.
Accepted feedback.
feedback. feedback.
10%
TOTAL 100%
Table 2.0: Analytic Rubric for Mathematical Problem Solving &Application
VERY
CRITERIA EXEMPLARY SATISFACTORY DEVELOPING BEGINNING RATING
SATISFACTORY
Definition of the Aim outlines the Aim outlines the Aim outlines the
explicitness in Aim outlines the purpose of the purpose of the purpose of the Aim not given or
problem description purpose of the investigation with investigation with investigation with does not
investigation minor lapse in some lapse in substantial lapse in satisfactorily outline 5%
specifically, explicitly explicitness, explicitness, explicitness, the purpose of the
and relevantly. specificity or specificity or specificity or investigation.
relevance. relevance. relevance.
Clarity and Innovative and Above average and Average and mostly Sound but partially Solution to problem
correctness of correct method of substantially correct correct and incomplete or not described, or not
method. solution to problem. method of solution complete method of incorrect method of correct.
35%
to the problem. solution to the solution to the
problem. problem.
Correctness of All calculations/ Only minor errors or Calculations / Calculations / Calculations /
Mathematics algebra/graphs omissions in algebra / graphs algebra / graphs half algebra / graphs
complete and calculations / partially correct or correct or complete. incorrect or not
40%
correct. algebra / graphs. complete. present.
Logical and Conclusion is Conclusion has Conclusion has Conclusion has Conclusion is not
connected explicit, logically and minor lapse in some lapse in substantial lapse in present or not
conclusion mathematically explicitness, logical explicitness, logical explicitness, logical explicit, not logically
10%
correct and and mathematical and mathematical and mathematical and mathematically
consistent with the correctness and correctness and correctness and correct and not
aim, method and consistency with the consistency with the consistency with the consistent with the
results. aim, method and aim, method and aim, method and aim, method and
results. results. results. results.
Written Written expression Written expression Written expression Written expression Written expression
mathematical of high level of of high level of of average level of sound with little use not included or very
communi-cation achievement using achievement with achievement with of appropriate poor.
10%
sophisticated some use of some use of mathematical
mathematical appropriate appropriate language.
language. mathematical mathematical
language. language.
TOTAL 100%
OTHER REQUIREMENTS AND ASSESSMENTS:
Aside from the final output, you will be assessed at other times during the term by the following:
 Quizzes/ Seatwork
 Class Recitations (Board Work)
 Major Examination
CRITERIA PERCENTAGE
GRADINGSYSTEM
Student Participation(Group/Individual Works) 30% 60%
Quizzes / Seatwork 25%
Research Output 25%
Homework 10%
Attendance 10%
MAJOR EXAMINATION 40%
TOTAL 100%
COMPUTATION
Prelim Grade (PG) = (60% Class Standing + 40% Major Exam)
Midterm Grade (MG) = (60% Class Standing + 40% Major Exam) * 70% + PG * 30%
Pre-Final Grade (PFG) = (60% Class Standing + 40% Major Exam) * 70% + MG * 30%
Final Grade (MG) = (60% Class Standing + 40% Major Exam) * 70% + PFG * 30%
SUBJECT GRADE = Final Grade
Passing Grade : 75%
CLASSROOM Students should follow the standard classroom policies and procedures indicated in the Student Handbook. However,
POLICIES these additional policies will be applied:
 Assignments and Projects
 For submission of assignments and projects with hardcopy deliverables, they should be submitted during the
beginning of class or as instructed
 Unless otherwise specified, all assignments are intended for individual work.
 Late submissions will incur late penalties.
 Major Examination
 Major examinations (Prelim, Midterm, Pre-final, Final) are to be taken in the designated rooms.
 Only exams that were missed due to valid reasons will be allowed for make-up.
REQUIRED  Marketing for Hospitality and Tourism (7th Edition) 7th Edition by Philip T. Kotler
READING/s (Author), John T. Bowen (Author), James Makens Ph.D. (Author), Seyhmus Baloglu
(TEXTBOOK/s) (Author) 2017
SUGGESTED  Philip Kotler, Armstrong Principles of Marketing Copyright 2006 11 th Edition
READINGS &  Robert D. Reid, David C. Bojanic, Hospitality Marketing Management, 4 th edition
REFERENCES
(Copyright 2006 by John Wiley & Sons, Inc.)
 Roberto Medina, Principles of Marketing Copyright 2006
 Roberts, John. Marketing for the Hospitality Industry. 2004
 Tourism and Hospitality Marketing: A Global Perspective First Edition by Simon Hudson,
2008
ONLINE
www.udacity.com/course/college-algebra--ma008
RESOURCES
INSTRUCTOR AND CONSULTATION SCHEDULE INFORMATION